Some of Britain’s biggest bookmakers are poised to agree a voluntary ban on advertising during live sports broadcasts following growing concerns over their impact on children.

The Remote Gambling Association (RGA), which includes Bet365, Ladbrokes, William Hill and Paddy Power among its members, is understood to have agreed the outline of a collective move to stop advertising during live sports on TV.

Although a formal deal has yet to be signed off the mooted “whistle-to-whistle” ban is a response to growing concerns that the weight of advertising on TV is “normalising” betting, contributing to problem gambling and fuelling under-age gambling. The proposal is similar to one put forward by the Labour Party and Tom Watson, the party’s deputy leader, said he was delighted at the